Balancing the Box

18th August 2023 In Packaging Design By Catherine

Packaging design is far more than strong branding. Achieving effective solutions that fulfil every step in the supply chain and circular economy requires balancing the box requirements. In this article, we outline some points to consider for your packaging project.

Protective Packaging

The main purpose of packaging is to protect the goods inside from damage, contamination or deterioration. A suitably robust container will ensure the customer receives the goods in the condition in which they left the factory.

A good seal reduces the risk of items being tampered with, keeps multiple components together and ensures consumables are kept fresh. However, this has to be balanced with accessibility for the end consumer. If they struggle to get into the packaging, it causes frustration or may prevent them from getting to the contents.

Have you ever had to ask someone else to help you open packaging? The jar lid that won’t budge, the plastic sleeve that you can’t tear off or the box that is wrapped in excessive tape, so you can’t find a way in.

The challenges of opening packaging are especially difficult for people with arthritis, visual impairment and other health conditions. When faced with accessibility challenges, the options are to use scissors or a knife to get in or to stop buying the difficult to open packaging. The first brings a risk of injury and the second limits choice and isn’t good for business.

A recent article in Packaging Gateway* highlights the shift towards easy to open packaging. As a box manufacturer, we are happy to advise on convenient and easy box opening options including tear strips, perforations and tabs. These are key in balancing the box’s protection whilst delivering a positive user experience.

Promotional Packaging

Packaging is an essential element in your brand marketing. In many cases, it is the first tangible link between your brand and your customers. Therefore, it must grab their interest and connect with them. Your retail packaging influences purchasing decisions, whilst interesting e-commerce packaging is more likely to feature in unboxing videos.

So, how can you achieve eye-catching design whilst being environmentally conscious?

Fortunately, the days of using elaborate and excessive designs to make an impact are long gone. Consumers are aware of both the environmental and financial costs of layers of unnecessary packaging. Brands that embrace sustainability and simplicity often win favour.

Pairing back demands greater creative thought than throwing everything at your packaging design. There is no doubt that balancing the box’s eco-credentials and defining your brand is a skill, but when typography, colour and graphics work, packaging can become iconic.

The good news is that minimalistic design and a lower volume of packaging materials help to keep costs down!

Our team have assisted many brands to develop packaging design that presents the products beautifully, whilst minimising the volume of materials used. The fact that cardboard packaging is circular; made from a high percentage of recycled fibres and 100% recyclable, is important to many of our customers. In addition, as a low cost material, which is straightforward to print, impactful effects can be achieved with cardboard, within your budget.

Practical Packaging

Between producer and customer, there is another stage that needs consideration in the packaging design process; shipping & storage. We ask customers about the box contents and supply chain process. This ensures that shipping boxes are sufficiently robust for stacking in transit and storage.

In some cases, die-cut holes or handles are requested to aid the lifting of shipping boxes. In addition, shipping boxes might be printed with codes or symbols that enable tracking and/or inform of handling requirements.

If your brand is committed to minimising its carbon footprint, you will make informed decisions about suppliers. As an FSC certified company, Aylesbury Box Company can provide information to help you evidence supply chain sustainability. All our boxes are manufactured on-site and the majority are delivered to businesses within an hour’s drive of our Buckinghamshire factory.